: The purpose of this research is to know and analyze the effects of perceivedservice quality, relationship quality, and service delivery process on service value, and it'simplication on institutional image. The population in this research were business customers(companies) NSW system users. The research method employed in this research isdescriptive survey method and explanatory survey with sample size of 300 respondents, andthe data analysis method employed is SEM (Structural Equation Modeling). The researchfindings are as follows: the perceived service quality does not affect on the service value. Therelationship quality has positive and significant effects on the service value. The servicedelivery process has positive and significant effect on the service value. The perceivedservice quality, the relationship quality and the service delivery process have positive andsignificant effect on the service value. Partially, the service delivery process has the mostdominant effect on the service value. The perceived service quality, relationship quality,service delivery process and service value have positive and significant effects on theinstitutional image. Partially service value has the most dominant effects on the institutionalimage.